How Does Google Respond to Paid Text Ads?

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Paid links or “sponsorships” are a hot trend right now and one that has important implications for all SEO practitioners, professional or amateur. Even if you don’t participate in link buying, some of your site’s inbound and outbound links may be nullified because they look suspicious to a search engine like Google. If a link appears to be “off topic” it could be nullified.

Numerous commercial brokers offer the sale of links on a wide array of Web sites with high PageRank. These paid text ad sites have been around a long time now, however most site owners didn’t realize how effective they could be in boosting search engine rankings. If it does work, then consider it the latest Google-bombing success.

What they Do

Some link buy services arrange to place your ad on thousands of Web pages on hundreds or thousands of Web sites. If you look at any of the top consumer product Web sites and check their backlinks, you’ll notice they have hundreds to as many as 10,000+ links pointing to their site. Some of these sites have not been around very long so forget the idea that thousands of people just decided to link to them naturally. It takes a long time to build 10,000 links.

It is a difficult trend for any SEO specialist or webmaster to ignore and it may be impossible to avoid doing if Google can’t improve its algorithm. It was reported that Google has recently hired a University of Toronto mathematician who specializes in link-based algorithms. Google has also implemented a recent change in their algorithm to detect and delete temporary or paid links. But relevant links can also be purchased, so Google is only one step of a tidal wave of trouble.

Does Google Care?

Google is dropping some links they spider so yes, they do care. Sometimes they drop links that just look suspicious or are not on the right topic. Since all sites are connected on the Web, link buying touches everyone. If the whole online marketing industry begins doing business solely to suit Google, then Google is gaining quite a stranglehold on the business of search engine marketing. The “everything for Google” obsession means Google could control nearly every aspect of online marketing. Win or lose, it seems Google will win.

Can your Site Be Banned?

Sites could be banned for some link building techniques and it is suggested that Google is more likely to nullify the outbound PR of the suspect pages. Textlinkbrokers offers a list of things you should avoid doing:

(1) having links on too many of your pages leading to a site not on your keyword topics.
(2) too many footer links.
(3) having links to unrelated sites, in particular, gambling, pharmacy and adult sites.
(4) linking to high risk sites that use spam techniques
(5) advertising that you sell text links for the purpose of boosting search engine rankings.

Since Google’s method of detection has not matured, many Web sites might be penalized without even knowing it. The best choice is to avoid sites that sell the above link arrangements.

Text Link Auctions

Textlinkbrokers.com, Linkauctions.com and Linkadage.com are just some of the more popular destinations for those who wish circumnavigate Google’s PageRank and Hilltop ranking system.

Conclusion

Google’s recent algorithm changes may be in response to link buying. For instance, sites with lower PageRank were factored out of the Google results and PageRank was either frozen, delayed, or detached from the rest of their algorithm. Some suggest the detachment of PageRank was just a delay to prevent the effect of paid links on a site and even to filter out advertising.

Since a purchase transaction takes place behind the scenes, there is no way Google or any search engine can determine if a newly added link was free or paid for. By delaying the effect of that link on rankings though, they can raise the frustration level of those selling the PR their site possesses.

Paid text links are a trend that no Web site owner can ignore. It’s up to your own judgement as to whether it is something you should get involved in.

Submitted by : Gord Collins, SEO Specialist, Bay Street SEO
Visit http://www.bayst-search-engine-optimization.com/